UNITED STATES — As the Pagan and closely-aligned communities continue to evolve, the desire to run profitable businesses within those communities has tried to keep pace. There are no shortage of people who dream of supporting themselves solely by providing divination, healing, wedding ceremonies, magical consultations, books, jewelry, clothing, or any of a number of other products or services to people in their Polytheist, Heathen or Pagan community. But only a few can do so.
Such dreams are sometimes accompanied by plans for temples or community spaces to serve that community, but not always. Certainly it’s safe to say that anyone who lives under the Pagan umbrella, or its shadow at the very least, knows somebody who is trying or planning to support themselves without venturing beyond that umbrella’s coverage area.
The idea is not without challenges, but it’s also not without precedent. There are many insular groups which require little or no support from the outside world. For example, some of the more rural Amish communities have demonstrated that it is possible to support oneself entirely in one’s own community. But even this tightly knit community is finding it increasingly difficult.
Religious groups that have a visible self-identity, or way of advertising that identity, don’t need to be physically cut off from everyone else in order for its members to prefer to do business with one another. The practice is common among any number of ethnic and religious groups. Even membership in an organization can open economic doors: ask an Eagle Scout, Mason, or Beta Theta Pi member if his ring hasn’t provided access over the years.
But Paganism is not like a fraternity, with its secret handshakes and rings, nor is identifying as Pagan the same as identifying as Jewish. A multitude of beliefs and practices, some in direct conflict with each other, are found sporting the “Pagan” label. In addition, there are plenty of people who get lumped in who don’t consider themselves Pagan, don’t want to be called Pagan, and don’t know what to do when their co-religionists wear the word “Pagan” with pride. While similarities and shared experiences do exist, they pale in comparison to the cultural shorthand of European Jews or the look of acknowledgment between two Masons meeting for the first time.
Layered on top of the vast diversity within and near Paganism, there lies a stereotype that Pagans and money do not mix well. The perception is that Pagans don’t manage money well, or don’t believe in paying for spiritual services offered by their fellows, or they believe money is evil and to be avoided, or that the really rich Pagans are tight-fisted and not willing to plunk down cash for a cause the way a Christian might. Whether or not these stereotypes have a kernel of truth, the perception is enough to be discouraging to hopeful business owners. Starting a venture to serve a community that is believed to be poor, money-averse, and/or plain cheap can seem a fruitless goal.
Stepping into the breach is the Pagan Business Network. While it is by no means the only group attempting to help self-identified Pagans find a market for decidedly Pagan products and services, it has a strong loyalty base among its members, and it’s not difficult to see why. In addition to providing a free Pagan-specific advertising space and periodically spotlighting individual enterprises, the PBN also offers advice on many business skills, such as bookkeeping, search engine optimization, and social media marketing.
We asked members about their experiences with PBN. Author and artist Lupa captured why many similar Pagan networking groups may struggle:
I heard about PBN when it was mentioned on TWH not too long ago and joined up out of curiosity. In my experience, pagan business networking groups and forums usually devolve into “Buy my stuff!” groups pretty quickly. Since this is still a small and relatively new group people are pretty enthused about discussing relevant topics, and it’s got good momentum in that regard. If it can keep that spirit even as it grows, I foresee it being a really good resource.
I don’t do a lot with groups specifically for networking, again because it’s often just people trying to sell stuff to each other (or, in person, trade business cards they never do much with). I prefer to engage directly with my customers and clients, and they’re often really helpful in letting me know about other people, places and things that I should know about. So the most effective networking I do is generally more casual and grassroots in nature.
Jamie Magpie Mortinson, proprietor of the Etsy shop The Gilded Spork, explained the value that she finds in the site.
The Pagan Business Network has been a huge motivator for me. I see all the wonderful things everyone is working on and I can’t help but feel inspired towards my own craft. I would defiantly put an emphasis on the business end of the network. Having so many questions answered, especially those I never thought of, has been an indescribable blessing.
Others describe the sense of community found with PBN, including the support members give to each other through encouragement and social-media bumps, as well as the benefits of circulating dollars within the Pagan community. But while the PBN is given props by its members for creating a beneficial environment, and may even represent the vanguard of Pagan business acumen, the site has limits.
What’s almost entirely missing from the PBN are Pagan-owned businesses which do not provide Pagan-themed services. Imagine a world in which the only time that a Christian business owner announced their faith was while running a shop selling Bibles, vestments and stained glass. Just as there is much more to Christian life than attending church services, Pagans also must also spend money on products and services unrelated to their religious practices.
Among the twenty or so businesses that have chosen to advertise on PBN, only one is listed under “Non-Pagan Businesses.” Another similar, but older, website called the Pagan Black Book contains considerably more ads, but also only has one listing that’s decidedly secular in its appeal. This demonstrates that the failing is not within the methods of the Pagan Business Network. Rather, there’s a dearth of Pagans who choose to market their mundane businesses to others under the umbrella.
While impractical in many places, it may in fact be possible to hire a Pagan plumber or accountant, if that’s the service one needed, in a major metropolitan area. Unfortunately, that doesn’t appear to be easy. The idea that there simply aren’t any Pagan excavators, medical doctors, roofers, tailors, or hairdressers strains credibility and, also, runs counter to this reporter’s personal experience. Even in the Twin Cities, often called “Paganistan” due to the high concentration of Pagans, there doesn’t seem to be a way to find a business owner or professional who also happens to be Pagan.
Within the sphere of Pagan-centric businesses, there still remain opportunities to develop a more robust market. Lupa expanded upon that theme, saying:
I’d like to see more review sites and media, quite honestly. As an author of pagan nonfic, a fairly niche genre, the list of places I can send review copies of my books is relatively short, especially if I actually want the publication to consider reviewing it. And the list of places that review pagan-made artwork and other products is even smaller. I’d even be happy if someone kept an *up to date* list of sites, bloggers and others that do reviews relevant to the pagan community. That being said, I ran a now-archived review site for almost a decade and I know how much work it can be to run such a site.
In a similar vein, I’d love to see more media interviews and features on pagan artists and other creatives. Usually it’s authors who get featured, occasionally musicians, and maybe an artist who illustrated a well-known tarot deck now and then. Pagan shop owners usually only get profiled during Halloween, or when someone throws a brick through their window. So more opportunities for people to find out about what’s out there would be great!
Perhaps Pagans don’t cleave to one another the way some groups do, or the multitude of traditions shoved under the umbrella are simply too unlike one another to generate the sense of community identity needed to take this next step. Maybe it’s true that there are just too many Pagans who don’t have money, don’t want money, or are scared or distrustful of money to make any sort of Pagan economy gel quite yet. Whatever the reasons, as it stands, the state of the Pagan economy is that of an infant, or perhaps a precocious toddler; somewhat immature, but eager to grow. The contributions of the Pagan Business Network ,and its like, are the contributions to that growth.
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Nice idea! They need a Marketing person and a Designer ASAP though 😀
I’m a pagan graphic designer and consultant. If there is any interest I would be happy to share my online portfolio.
Oooh, get in touch with me, I would like to see if you can help me with a project.
Great! My website is http://sacredcrowdesign.com
My website is http://www.sacredcrowdesign.com please let me know if you are interested in my services!
The logo of this organization consists of an arrangement of symbols that is (both the symbols and the way they are arranged) primarily associated with Wicca. It’s not unusual for an organization to adjust its logo after it has been up and running for awhile. This group would do well to adopt a logo with a visual design that is simpler and more generally representative of its target membership. A trained graphic designer would be a help in figuring this out.
I would love a volunteer to offer marketing and designing at no charge. 🙂
And tragically, the email address they give in the “contact us” section is bouncing because the mailbox is full. Not an auspicious start.
My mailbox isn’t full. paganblackbook@gmail.com
Sent!
Will get you listed in the morning!
I own Pagan Black Book and post listings for all Pagan friendly businesses or Pagan owned businesses, groups or orgs at no charge. They supply the info, I add it to my list and share it around the social media world. I wasn’t approached about this, but would like to add, that I do this in my free time and make no profit at all from it. It is just something I like to do to help other Pagans out there network. I’m reposting my comment because my first one didn’t appear.
Your work is very much appreciated. The PBN is listed on your site and has your badge on the website. The PBN is run as a volunteer community project as well.
Thank you!
The idea that one day Pagans (and or Heathens) will be able to support each other in this way is admirable, though I am of the opinion that it can cause as many problems as it solves; the reality is that as long as people continue to make the most salient aspect of themselves (or indeed, their only aspect) the fact that they are Pagan (and or Heathen) the application of a so called Pagan Economy is extremely unrealistic. For instance, what does a persons being Pagan tell us about their ability to do the work of a graphic designer or a lawyer? Little if anything. More over it becomes a redundant detail to continually attach the neon billboard of ‘Yes! I am Pagan!’ to everything in this kind of context – i.e.: by merit of something being listed on the Pagan Business Network or Pagan Black Boook, it should be obvious that the listings are either wholly Pagan (and or Heathen) or at least Pagan friendly. Much like the comments section here; there have already been a few offers of help in non-Pagan related areas by Pagans but even though The Wild Hunt is a Pagan (and Heathen) news source, it bewilderingly remains necessary to establish that one is Pagan or Pagan-friendly when really that ought to be understood to be a given. More of a movement away from making the fact that one is Pagan the center of one’s working life and more of a movement towards accepting that as a given and focusing on the skill set in question, might see the idea of a Pagan Economy gain a bit more traction.
On a related note, while it is quite admirable to want to establish ones own, totally Pagan small business (e.g: readings, sale of supplies, general sale of Pagan and Heathen skills) it is incredibly hard work and not everyone is cut out for it – even people who already have the necessary skill sets before they get started have trouble and often have to close their business. Thats for businesses in the mainstream fields of business, let alone in an extreme niche market. Commendable though it is to attempt, it would be far better advised to establish oneself as a member of whatever field you are in, who also happens to be Pagan (and or Heathen). For example; I could try and take the reigns of my family’s consultancy firm and establish a new name for it as a Pagan Business Management Consultancy, which honestly would be awesome. However I don’t have the skills necessary to do that. So I am far better off doing what I do have the skills to do and also being Pagan and Heathen; in my case, I’m a teacher.
Obviously I’m not saying that people should try to learn new things, try and gain more skills or anything like that. However its similar to the discussion last week (I think) about establishing Pagan spaces and the reasons why it does and doesn’t work, only in this case there are far, far more reasons in the ‘why it doesn’t work’ column that stem from an almost manic determination to make ‘I am Pagan’ the defining feature.
I’d be interested in finding a family lawyer that is pagan in the buffalo area, if anyone knows anyone.
Thanks for covering the PBN! I think it’s a resource whose time has long since arrived, and I hope they can make it long-term.
I can’t imagine why if I needed a plumber, or an electrician I would care about their religion. A diviner, of course, maybe a jewelry maker, but for most things I would just want someone competent and affordable. And then there’s the whole pagan isn’t *a* religion, anyway, unless it’s supposed to be synonymous here with Wicca.
Many pagan religions are based on the concept of reciprocity. Reciprocity, giving to receive, applies to our relations with both the human and the nonhuman world. It’s a form of enlightened self interest.
The way you spend your money is an expression of your values. It isn’t a matter of believing that the religion of a tradesperson or professional says anything about their competence or trustworthiness. Keeping money circulating within a community and providing livelihoods for people within that community strengthens the community and makes those resources available for projects that benefit the group. Money is energy and concentrated energy can do more work than energy that is dispersed. Immigrant communities understand this and tend to treat fellow immigrants almost as members of their extended family.
If members of the group do not receive any economic benefit from being part of the group, they must turn all their attention outside the group in order to support themselves and their families. If you see yourself just as an individual, making decisions strictly on the basis of your immediate self interest, should you have any expectation that anybody else will care what happens to you? Either way you choose, for individualism and short term results or group loyalty and a longer view, tends to become a positive feedback loop that reinforces that pattern in your life. I don’t mean this as a moral lecture; there are times when I too just want to hire someone competent and affordable. I’m just trying to explain that economic transactions have ripple effects that spread.
You’ve accomplished the packing in of a remarkable number of
fallacious assumptions. My religion is based on reciprocity but that doesn’t
have anything to do with a so-called “Big Tent” collection of groups. I reject your
assumption that there is a broad big tent Neopagan community that I should
prioritize over my local communities in these matters.
I live in an intersection of communities and, I do carefully
consider where and how I spend my money. If possible I go local and
sustainable, as my reciprocity is directed to the non-human world, as well. I
don’t spend much money period, as I am a low paid educator, and am not into
consumer culture, anyway.
I also do not
discriminate against other people on the basis of religions. My friends and
local community consist of people belonging to many religions, and none. I’m as
likely to want to spend within GLBTQ communities as within religious
communities. There is also a matter of race, as the NeoPagan community remains
predominantly white and I don’t wish to keep my spending within that racial
grouping.
Really, my religious community is thin on the ground, and
the idea that I can call up a Celtic polytheist or an Antinoan for the jobs
that may need doing, a tune up on my car, or a purchase of paper or groceries,
is preposterous.
Apparently we agree on general principles. The communities
you identify most strongly with are not pagan. Your spending priorities are ordered by that.
One characteristic of modern societies is that most adults live in “an intersection of communities,” rather than in a ghetto, a cloister, or a tribal village.
You phrased your question as wondering whether there was any good reason for _you_ to favor hiring a Pagan over someone else. Knowing nothing about you or your circumstances, I took your question as an example of what many others might be thinking, and an opportunity to explain why some people make it a priority to spend money inside the community they identify with.
It doesn’t occur to everyone that their spending choices have any impact they need to think about, and it was those people I intended to address, not you. You are obviously very thoughtful about these matters.
While there are many Pagan doctors, lawyers, hairdressers, and so on, it does seem like there’s an unusual number of Pagans with small businesses selling specifically Pagan products and services. It seems like half the Pagans I know have some kind of small business selling religious jewelry, tarot readings, energy healing, essential oils, our some such, even though the community is already saturated with that kind of business. Why is that?
Perhaps because these businesses do not require a large capital investment, licensing, or lengthy training, and can be operated as sole proprietorships?
I was in a bit of a hurry when I wrote that comment and I don’t think I got my entire thought out. What I’m wondering is why so many Pagan-owned small businesses seem explicitly religious, compared to small businesses owned by adherents of other religions (specifically Christianity, since that’s what I’m familiar with). I don’t know if any hard data on this exists, but I have a lot of self-employed Pagan friends and the majority of them sell religious products or services. On the other side of the fence, there are a lot of construction companies and auto mechanics with Jesus fish on their ads in the phone book, but very few businesses that sell explicitly Christian stuff (maybe just because Christianity has fewer accessories?). Is this the Pagan version of the American dream – manifest a spiritually fulfilling career selling magically charged bath salts, buy a house with a firepit and a privacy fence around the back yard, live there joyfully with your life partner(s), 2.5 cats, and some gorgeous statuary?
I think it is important to mention that such networks must never be exclusive. Such practices led to Kristallnacht in Germany and Austria in 1938.
That strikes me as a viciously anti-Semitic remark. Can you cite any evidence to back it up?
Though I think the original comment could have been phrased better, it is not exactly an unknown detail that at least part of the Nazi Party’s policy was founded on the idea that wealth was being kept from all Germans by inslusar Jewish communities. Krystallnacht
I don’t wish to get this comment period cut off early by getting into a flame war with you. When I attended public high school, the Final Solution was not even discussed.
The Nuremberg laws made it illegal for Jewish businesses to have gentile customers and for Jewish professionals to have non-Jewish clients. Nazi laws banned intermarriage. The Nazis did not accuse Jews of sticking to themselves and refusing to participate in civic affairs. Exactly the opposite. The Nazis regarded the Jews as a wholly evil influence. By legislation and street violence they intended to bring about a complete separation of the Jews from every part of German life.
It is not historically controversial that the Jewish community in Germany between the two world wars was more modern in its outlook, more culturally assimilated, and more integrated into the national culture and civil affairs, than any other Jewish community in Europe. They were thought to be a model for how a religious and ethnic minority could be fully participatory citizens without abandoning their religion. That is one reason why it took a long time for many German Jews to understand what was happening to them.
It was precisely the Jews’ involvement in the economic, cultural, scientific and political life of Germany that the Nazis wanted to put an end to. No more Jewish art, Jewish science, no more Jews in the Wehrmacht or the universities. Whatever German anti-Semites of the period had to say about what Jews do with their money needs to be read in that light.
My husband is a custom home builder and electrician. His experience is that fellow Pagans expect him to give them a cut rate. He gives all his clients the best rate possible and is always willing to work with them but our family cannot afford for him to give reduce rates…hence he doesn’t like to advertise to fellow Pagans…
This kind of issue is another problem with having the kind of insular enconomy that is being discussed; regarldess of what the commonality is, pagan, language, church group, whatever, etc;. An undercurrent of always having to give ‘mates (friends in Australian) rates’ at all times, regardless of what the starting ‘rate’ is.
say, are metal bands with some occult or mythological lyrics considered a pagan business?
Not likely? A band like Omnia which is a band who happens to be Pagan, might qualify but it is more likely that the label they are produced by is what counts as the ‘business’ in that kind of situation.
Similarly, I could sing a Christian or Buddhist themed song and sell it as a single under my own label, but that makes me neither Christian nor Buddhist; I might have used their imagery or symbolism but unless I or my production label are X, then I don’t think that it counts.